Excitement about recent business triumphs in women’s sports -- from NWSL franchise valuations to March Madness viewership -- has been among the most prominent themes throughout the 2024 CAA World Congress of Sports. But with all those positive storylines, it’s easy to lose sight of how much work remains to be done to increase female participation in sports, particularly abroad.
“Out of my 41 countries, I have different realities about where the women's game is,” said Concacaf President Victor Montagliani, referring to the countries his federation oversees in North America, Central America and the Caribbean.
To drive that message home, Montagliani shared an anecdote about Concacaf’s U-15 girl’s tournament featuring teams from all 41 nations. For many of the players in attendance, the sports bras handed out by organizers were the first ones they had ever owned.
“Yes, the headlines look great in terms of where we're going and franchise fees, all that,” Montagliani said. “But from a global perspective -- and even a regional perspective -- the reality is different, and we need to ensure that we don't lose our focus to build.”
U.S. Soccer President Cindy Parlow Cone, a decorated player herself, pointed out that while much of the conversation around soccer in North America is about catching up to the rest of the world on the men’s side, the U.S. has long been the leader in the women’s soccer. She hopes the influx of major soccer events set to come to North America over the next five years can serve as a platform to grow women’s soccer globally.
“I personally feel responsibility to help Victor and the other countries in Concacaf, as well as countries around the world, to make sure that we don't only use these events to transform the sport in our country but to raise the level of the women's game globally as well,” Cone said.
MLS Commissioner Don Garber said he expects more MLS team owners to get involved in the women’s game -- four own NWSL teams. He also noted MLS has sought to grow female participation through its MLS Go youth program, which unlike its higher-level MLS Next developmental program includes both boys and girls.
(L to R): MLS' Don Garber, U.S. Soccer's Cindy Parlow Cone, Concacaf's Victor Montagliani and moderator Kaylyn Kyle
